STRATEGIES IN PRODUCT LIFE STAGES

Cilj ovog rada je predstaviti faze u životnom vijeku proizvoda te strategije u svakoj od faza. Naime, svi proizvodi se rađaju, žive i umiru. Međutim, marketinške strategije utječu na proizvod u svim fazama njegova života. Svaku fazu životnog ciklusa posebno se objasnilo kao što se i analizirao životni vijek Levi´s traperica. Dobro definirane marketinške strategije trebaju biti u skladu s vremenom, kao podloga mogu se koristiti podaci sa tržišta jer danas nije dovoljno samo proizvesti proizvod, on mora biti uistinu prilagođen potrebama potrošača te situaciji na tržištu koja se mijenja kako proizvod prelazi iz jedne u drugu fazu svog životnog vijeka. Loš marketing skraćuje životni vijek proizvodu, a vrstan ga produljuje. Svim proizvodima je slična životna sudbina, premda svaki proizvod ima vlastiti životni put u pogledu razvoja, rasta, duljine postojanja na tržištu i trenutka njegove zamjene s novim proizvodom, stoga je koncept životnog vijeka proizvoda od iznimne važnosti.The aim of this paper is to present the phases in the product life cycle and the strategy in each of the phases. Namely, all products are born, live and die. However, marketing strategies affect a product at all stages of his life. Each phase of the life cycle was explained separately, as was the analysis of the life cycle of Levies. Well-defined marketing strategies should be in line with the times, as a basis can be used market data because today it is not enough just to produce a product, it must be truly adapted to consumer needs and the market situation that changes as the product passes from one to another phase of his lifespan. Poor marketing shortens the life of a product, and good marketing prolongs it. All products have a similar life destiny, although each product has its own life path in terms of development, growth, length of existence on the market and the moment of its replacement with a new product, so the concept of product life cycle is extremely important